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All Journal Ekspektra: Jurnal Bisnis & Manajemen International Journal of Economics, Business and Accounting Research (IJEBAR)
Savitri, Sherly Dwi Ditzi
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Economics, Econometrics & Finance Other

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STUDY OF GEN Z ACCEPTANCE ANALYSIS IN USING DIGITAL QUICK RESPONSE INDONESIA STANDARD (QRIS) AS A DIGITAL TRANSACTION TOOL Anzie, Luthfy Purnanta; Manalu, Gibson; Savitri, Sherly Dwi Ditzi; Putri, Ramadhani Oktaviana; Zusrony, Edwin
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 4 (2024): IJEBAR, VOL. 08 ISSUE 04, DECEMBER 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i4.15332

Abstract

This study aims to clarify the relationship between perceived usefulness and perceived ease of use on behavioral intention, with the attitude towards using the QRIS application serving as a mediator. This study focuses on examining the adoption of QRIS as a digital transaction tool among Gen Z. This study utilizes a quantitative approach, involving a sample of 150 Gen Z participants from Central Java Province, chosen through purposive sampling and assessed via a questionnaire instrument. The findings suggest that the perceived usefulness and ease of use significantly impact Gen Z's intention to engage with the QRIS application. Further data suggest that the perceived ease of use does not have a significant impact on attitudes regarding the utilization of variables. This study investigates the application of QRIS technology as a digital payment system through the framework of the Technology Acceptance Model (TAM), focusing on individuals from Generation Z aged 18-25 in Central Java. The findings of the study reveal a favorable impact of perceived utility, perceived ease of use, and attitude towards usage on the behavioral intention regarding the QRIS application. The findings reveal a preference among Generation Z for utilizing digital payment transactions through the QRIS application.
STUDY OF GEN Z ACCEPTANCE ANALYSIS IN USING DIGITAL QUICK RESPONSE INDONESIA STANDARD (QRIS) AS A DIGITAL TRANSACTION TOOL Anzie, Luthfy Purnanta; Manalu, Gibson; Savitri, Sherly Dwi Ditzi; Putri, Ramadhani Oktaviana; Zusrony, Edwin
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 4 (2024): IJEBAR, VOL. 08 ISSUE 04, DECEMBER 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i4.15332

Abstract

This study aims to clarify the relationship between perceived usefulness and perceived ease of use on behavioral intention, with the attitude towards using the QRIS application serving as a mediator. This study focuses on examining the adoption of QRIS as a digital transaction tool among Gen Z. This study utilizes a quantitative approach, involving a sample of 150 Gen Z participants from Central Java Province, chosen through purposive sampling and assessed via a questionnaire instrument. The findings suggest that the perceived usefulness and ease of use significantly impact Gen Z's intention to engage with the QRIS application. Further data suggest that the perceived ease of use does not have a significant impact on attitudes regarding the utilization of variables. This study investigates the application of QRIS technology as a digital payment system through the framework of the Technology Acceptance Model (TAM), focusing on individuals from Generation Z aged 18-25 in Central Java. The findings of the study reveal a favorable impact of perceived utility, perceived ease of use, and attitude towards usage on the behavioral intention regarding the QRIS application. The findings reveal a preference among Generation Z for utilizing digital payment transactions through the QRIS application.
The Role of Content Marketing, FoMo, Social Influencer, and Flash Sale on Gen Z Impulse Buying in Semarang Regency on the TikTok Marketplace Savitri, Sherly Dwi Ditzi; Widyaningsih, Dewi; Andriana, Myra
Ekspektra : Jurnal Bisnis dan Manajemen Vol 9 No 2 (2025)
Publisher : Universitas Dr. Soetomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/ekt.v9i2.10598

Abstract

This study aimed to investigate the role of content marketing, FoMo (Fear of Missing Out), social influence, and flash sale on impulse buying among Gen Z consumers in Semarang Regency on the TikTok Marketplace. Utilizing an explanatory research design, a purposive sampling technique was employed to select 96 valid and reliable Gen Z participants from Semarang Regency. Data were collected via a questionnaire distributed through Google Forms, and multiple linear regression analysis was applied for data analysis. The findings indicated that content marketing and social influence did not individually affect impulse buying. Conversely, FoMo and flash sales were found to have a positive and significant impact on impulse buying. Furthermore, the combined influence of all independent variables on impulse buying was significant. This research concludes that while some digital marketing strategies may not directly trigger impulse purchases, urgency- and scarcity-driven tactics are highly effective for Gen Z on TikTok. The study's implications suggest that marketers should prioritize leveraging FoMo and flash sales to drive immediate consumer action on social commerce platforms.
Co-Authors Andriana, Myra Dewi Widyaningsih Edwin Zusrony Gibson Manalu Luthfy Purnanta Anzie Putri, Ramadhani Oktaviana